CHAGEE and TBWA Singapore bring art beyond gallery walls and into everyday tea rituals

Developed as a signature activation under CHAGEE’s regional ‘Sip A New Classic’ campaign in partnership with Tate, ‘Drinkable Masterpieces’ was created by TBWA\Singapore to challenge the convention of how tea is traditionally experienced.

In most galleries, food and drinks are left at the door. With Drinkable Masterpieces, CHAGEE turns that convention on its head by making the tea ritual itself the gallery experience. Featuring three framed interpretations of selected artworks from Tate’s collection, each artwork dispenses a different Apple English Breakfast Tea variant, inviting visitors to savour the inspiration behind each piece.

Few things have travelled the world quite like tea. From its origins in China to the breakfast tables of Britain, it has crossed continents, languages and generations. With Apple English Breakfast Tea, CHAGEE honours that journey by reinterpreting a familiar classic through a contemporary lens. Working alongside CHAGEE, TBWA\Singapore identified the opportunity to partner with Tate, recognising the brands’ shared belief that heritage should be living, accessible, and continually reinterpreted for new audiences. From this, Sip A New Classic was born, bringing the CHAGEE | Tate partnership to life.

Emmanuel Sabbagh, Chief Strategy Officer, Omnicom Advertising Asia and TBWA\Singapore said: “The most enduring classics aren’t preserved by staying the same: they survive because every generation finds its own way to reinterpret them. Tea and art have both travelled through time by constantly evolving while staying true to their essence. That shared philosophy became the foundation of this partnership. Sip A New Classic isn’t about putting art on a cup; it’s about turning an everyday tea ritual into a contemporary cultural experience that keeps both traditions alive.”

Eugene Lee, Vice President and Chief Marketing Officer (CMO) for CHAGEE APAC, said: “Our partnership with Tate and the curation of apple-inspired artworks brought to life the two things that matter most about this product: the unique apple flavour, and the British heritage of English Breakfast Tea. Creativity gets people talking, and that’s what we loved about the idea from TBWA.”

Rosey Blackmore, Director of Licensing and Merchandising at Tate, said: “At Tate Enterprises, we’re always looking for meaningful ways to extend engagement with Tate’s collection beyond our galleries. This partnership has allowed CHAGEE to create a product range that thoughtfully brings together art, design and everyday ritual, inspired by Henri Fantin-Latour’s A Plate of Apples, Paul Cézanne’s Still Life with Water Jug and Mark Gertler’s The Basket of Fruit, from Tate’s collection. We are excited to see audiences discover these artworks in a new context and through a unique cultural experience.”